Going for Retail Gold: How the Olympics Impacts MULO Retail & Food

We recently wrote about “momentjacking” and how MULO (multi-location) brands take full advantage of events — big and small — to boost sales and consumer engagement. BTW, “the bon moment” in French means “the right time.” So, why is the Summer Olympics the bon moment for MULO brands?

• 15 “global partners” have signed on to the Paris games, giving them an opportunity to reach billions of viewers across multiple channels. They are Airbnb, Alibaba, Allianz, Atos, Bridgestone, Coca-Cola/Mengniu, Deloitte, Intel, Omega, Panasonic, P&G, Samsung, Toyota, and Visa. Although none are brick-and-mortar stores or restaurants, they can still boost sales at locations through a heavy-up in advertising.
• Consumer brands have jumped on the playing fields with a wide range of sports-themed ads. After all, who doesn’t love a champion?
• Many MULO food brands (national and local) are launching Olympic themed promotions.
  • Chipotle Mexican Grill has five Olympic sponsors and will be wrapping their burritos in gold foil.
  • Krispy Kreme added a Crème Brûlée Doughnut, a Double Chocolate Éclair Doughnut, and a Raspberry and vanilla Crème Doughnut to its assortment.
  • Red Robin is serving up a Gold Medal Burger weighing more than a pound.
• Speaking of food, MULO restaurants with TVs will offer food and beverage specials to encourage people to gather and watch the Olympics. (French fries, anyone?)
• The most obvious tie-in is sports-related brands that are dressing athletes. Some brands may be yet unknown to the U.S., but fashionistas worldwide will be watching to spot trends. Nike, The North Face, Ralph Lauren, and Skims are among the fashion brands involved in the 2024 Paris Olympics.
• Last but not least, U.S. travelers to Paris may be seeking out familiar MULO brands when looking to grab a meal or pick up an item they forgot to pack. McDonald’s, Five Guys, KFC, and Burger King all have locations in France. You won’t find Target there, but some similar shopping places are here. (When in France, you might as well have an international experience!)

So, whether you are a sports enthusiast or just want to watch Snoop Dogg carry an Olympic torch, all eyes will be on the games this summer.

Smart MULO brands will capitalize on this bon moment to build awareness and compel consumers to try their products and services.

Although Chicago is not quite as chic as Paris, we hope you’ll join us there on November 7th when the “medalists” of the MULO world will gather at Street Fight Live.